Abstract: McLuhan distinguished the "cold" and "hot" attribute of the media according to the degree of participation of the audience as well as the clarity of information. "Cold media" is generally considered as a medium with high participation degree and low information clarity. Based on these two criteria, the big data technology could be regarded as "cold media". On the basis of the theory of "cold" and "hot" media, this paper analyzes the fundamental reasons for the forming of the "cold media" of the big data technology from two aspects:in terms of the expression "to discard the essential for the perfection" on the data analysis, on the other hand, the use of dynamic interaction of the audience in the forming of the database, its essence lies in the digitization of the big data technology on the human perception ability.